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Benefits, challenges and future developments in digital analytics in German-speaking countries: An empirical analysis

Author

Listed:
  • Zumstein, Darius

    (Lecturer and Senior Researcher, ZHAW School of Management and Law, Switzerland)

  • Brauer, Claudia

    (Professor, Management Center Innsbruck, Austria)

  • Zelic, Andrea

    (Digital Media Consultant, Attackera GmbH, Switzerland)

Abstract

This paper presents the results of a survey, conducted in 2020, to gauge the current standing of digital analytics in Germany, Switzerland and Austria. The findings highlight the increasing maturity level, benefits, challenges and future developments in the field. The research confirms that digital analytics supports the analysis and optimisation of digital marketing campaigns, user experience, search engine marketing and data-driven decisions. For many of the companies analysed, the most important challenges were reported to be data quality, lack of skills and data culture; however, maturity level, capabilities, agility and professionalism in digital analytics are steadily increasing, and artificial intelligence is enjoying many new and different applications within the fields of sales and marketing. These findings suggest that companies in German-speaking countries should focus on improving data quality and data culture.

Suggested Citation

  • Zumstein, Darius & Brauer, Claudia & Zelic, Andrea, 2022. "Benefits, challenges and future developments in digital analytics in German-speaking countries: An empirical analysis," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 7(3), pages 246-259, February.
    • Handle: RePEc:aza:ama000:y:2022:v:7:i:3:p:246-259
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    More about this item

    Keywords

    digital analytics; web analytics; marketing analytics; business analytics; Big Data; maturity level; artificial intelligence;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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